Ziba Foods and Scuderia AlphaTauri

Scuderia AlphaTauri and FlexBox are pleased to announce the successful assignment of their Official Partnership to benefit Ziba Foods, a fast-growing, mission-led healthy nutrition brand.

 

Ziba Foods is a U.S.-based artisanal food company that specializes in heirloom and wild-grown dried fruits and nuts from the mineral-rich valleys of Afghanistan. With a passion for social enterprise and impact investing, FlexBox founder Henrik Nielsen has exercised his vision to support the livelihood of local women and farmers through a strategic investment in Ziba Foods.

“Given that Scuderia AlphaTauri is a globally known racing team which embodies a premium lifestyle-oriented ethos, I see them as a perfect platform to promote my latest endeavor with Ziba Foods. Together, we want to use their global platform to provide international visibility to healthy nutrition while helping to achieve sustainable social and economic stability in a developing nation” said Henrik Nielsen, Founder of FlexBox and Investor in Ziba Foods.

“Henrik is a real motorsports enthusiast, but he also has tremendous lateral vision and an ability to direct resources to where they are most needed,” Franz Tost commented on the assignment. “In many ways, Ziba Foods is everything that Formula One embodies: Inspired by the highest quality, respect, and fair play. Driven by excellence, innovation, and good health. We are grateful to Henrik for placing his trust in us and very pleased to welcome Ziba to the team.”

The AT03 cars will race with a revised livery to include the Ziba Foods branding on the front wing endplates and nose for the remainder of the 2022 Formula One season.

 

Alberto Zavatta – Inspiring the next you collaborates with Ziba Foods as a corporate branding and design  international advisor.

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Find out more at:

www.albertozavatta.com/tag/zibafoods/

www.zibafoods.com

 

 

 

Leadership: intuizione, etica e behavior.

LEADERSHIP: INTUIZIONE, ETICA E BEHAVIOR.

di Alberto Zavatta

Oggi più che mai, parlare di leadership significa entrare in un territorio in cui etica e comportamento – behavior – sono dimensioni fondative. La riflessione non può essere condotta in modo univoco: nel senso che non sarebbe attuale né sostenibile parlare di un modello unico di leadership di riferimento.

 

Modelli e Cultura 

Un modello occidentale di leadership, quale che sia, può non funzionare efficacemente nei paesi in via di sviluppo. Ugualmente, la leadership assume una configurazione profondamente diversa se osservata in una multinazionale a Chicago o in un gruppo di giovani donne afghane che cercano di affermare primariamente una identità di genere, tale da sdoganare poi una potenzialità di “leadership al femminile”. Cito l’Afghanistan per la mia esperienza diretta sui temi di International Development, ma sappiamo che la materia attiene a innumerevoli altri contesti.

Non trascurabili, infine, sono tutti i casi in cui il leader acquisisce fattezze frutto di imitazione di modelli culturali profondamente diversi da quelli del paese in cui agisce. Chi guida deve tenere in necessaria considerazione il contesto culturale in cui è immerso, evitando di nuocere alla comunità e di tradire il significato profondo della leadership stessa: guidance come funzione etica preposta a presiedere ad una crescita collettiva, consapevole e attenta ai bisogni delle nuove generazioni. Leadership è responsabilità nel fare bene, per lasciare a chi verrà poi (è il tema della “legacy”).

 

Ascolto e adattività

Abbiamo costruito nell’immaginario collettivo un concetto di leadership basato su quello che definirei un pregiudizio supponente: il leader è necessariamente un vincente. Abbiamo così fatto coincidere “leadership” con una dimensione egoica e auto-riferita di un individuo capace di assommare in sé una serie di elementi simbolici esteriori spendibili presso il pubblico. Ma questa dimensione è destinata a divenire obsoleta.

Personalmente, scorgo le caratteristiche della leadership oggi in “un individuo in ascolto”. Da una condizione di partenza in cui il leader aspira ad attuare ogni strategia possibile per consolidare potere e notorietà (someone “to be known”), si transita progressivamente alla costruzione di una relazione di reciprocità, di serio lavoro e di fiducia con la propria audience (someone “to be trusted”). Il vero leader assimila, impara, recepisce e muta in modo adattivo rispetto al contesto di riferimento e all’input che da esso proviene.

Il leader assurge, così, a dimensione individuale capace di interpretare il cambiamento e di riversare nella collettività un messaggio, un comportamento, un approccio (al pensiero o al fare) accessibile ai più. Ritengo non si possa parlare di leadership laddove questa non diventi un “bene partecipato” da una collegialità di individui. Il leader non è più solo voce per sé, ma è voce che racconta la storia di molti. Il leader non è più “estraneo da noi”, ma lo riconosciamo perché parte della nostra identità.

 

Osservazione e conoscenza autentica

La leadership si forma grazie alla capacità di saper dialogare e di ritrovare il contatto con una dimensione interiore spesso perduta. Siamo protagonisti di un processo evolutivo dove la nostra razionalità è stata resa, gradualmente, sempre più distante dall’emozione. Il progressivo distacco, e il conseguente non dialogo, tra la parte razionale e la parte emozionale-sensoriale ha condotto ad una compressione della sfera creativa.

È capace di leadership (e ne è anche tutore) chi ha il talento dell’osservazione, dell’elaborazione critica e della ridefinizione di processi e percorsi pur consolidati dall’uso o dalla certezza dell’abitudine. Il leader promuove una dinamica originale e unica in cui il pensiero e l’agire si alimentano di parole, immagini, segni, combinazioni, associazioni, suoni, odori, gusti.

La sfera sensoriale delle molteplici manifestazioni dell’esistenza può essere compresa solo ed esclusivamente se si ristabilisce appieno la stretta relazione tra la dimensione razionale ed emozionale. Il vero potere sta quindi nell’intuizione.

Pensiamo alla figura del leader nelle civiltà del passato, quelle che portano con sé una componente ancestrale cui noi tuttora apparteniamo, sebbene appaia oggi dimenticata. Il leader è il saggio. Il saggio è colui che conosce. Eppure, la conoscenza in quanto tale si pone già su un piano minore rispetto alla saggezza. Nella società contemporanea, la conoscenza è stata sostituita dai dati. Dati che sono spesso frammentari: offrono informazioni, ma non offrono necessariamente risposte. E le risposte, pur offerte, talora non sono sufficientemente critiche (nell’accezione del “giudizio”) al punto di saper generare saggezza.

Occorre, quindi, sapersi riconnettere.

 

Inner-self e intimità

Usciamo, per un attimo, dal linguaggio oramai quotidiano dove il termine “connessione” ha assunto una prevalente sfumatura tecnologica, tornando a riappropriarci del significato originario.  Il nostro inner-self recupera la forma del dialogo con l’inner-self di chi è “altro da noi”. Certo, questo avviene anche attraverso la tecnologia, ma non solo attraverso di essa. Leadership è recupero di un linguaggio perduto che tocca un piano di “intimità” verso l’altro e che parla di “fiducia”.

Possiamo così sovvertire positivamente la credenza per cui il leader è il vincente per antonomasia. Da questa nuova prospettiva di osservazione, leader è chi, avendo nutrito nel tempo una autentica dimensione empatica, arriva a gestire anche la sconfitta. Solo una presa di coscienza sincera forma la leadership di domani: persone capaci di condurre la vera trasformazione e di tenere sempre vivo il senso dello stupore.

 

Credits

L’articolo “LEADERSHIP: INTUIZIONE, ETICA E BEHAVIOR.” di Alberto Zavatta ha contribuito alla redazione del manuale edito dal Sole 24 Ore “[Primo] non comandare”, di Pierangelo Soldavini, Francesco Pagano e Natalia Borri, in edicola con il Quotidiano a partire da sabato 22 maggio.

Il libro condensa opinioni e idee raccolte nel viaggio di Ceo Confidential, un progetto multimediale sfociato in una serie di 45 videointerviste sul sole24ore.com in cui sono stati intervistate le voci più fresche e distintive del nostro tempo – amministratori delegati, startupper e personalità dall’Italia e dall’estero, che nelle imprese e nelle organizzazioni stanno portando il cambiamento nelle sue diverse componenti: sostenibilità, leadership, trasformazione digitale e new tech.

https://www.ilsole24ore.com/art/i-10-comandamenti-ceo-futuro-partono-primo-piu-semplice-non-comandare-AEJkZjK

 

About Alberto

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Three proprietary and exclusive Methods for research

Alberto Zavatta has developed in the past 25 years three proprietary and exclusive methods for research, investigation and ideation.

Strategic communication is a perfect combination of observation, listening, creativity, vision and knowledge. It aims at giving a unique and consistent identity to ideas, brands, projects and products .

Analysis, research, strategy, design, digital communication and storytelling merge in a journey designed to suggest the most efficient direction and to generate and validate new ideas; able to define the essence and history of a brand and to give communication an original personality; conceived to deliver an innovative and memorable message.

Let’s discover Alberto Zavatta – Inspiring the next you’s three proprietary and exclusive methods for research, investigation and ideation:

 

CBL – CREATIVE BRAINSTORMING LAB™

CBL – Creative Brainstorming Lab™ is a creative investigation technique – ideated and owned by Alberto Zavatta – that offers inspirational and normative stimuli. It focuses on corporate brand positioning (perceived / known) and product positioning (value / function / potential), defining their relevant features,  identity and personality through a projective, open-minded and  innovative approach.

CBL – Creative Brainstorming Lab™ suggests the foundations for the development of new ideas and new paths, alternative (or integrated) lines of communication and inspires the institutional message.

CBL – Creative Brainstorming Lab™ outputs can impact on the Company’s R&D, marketing, product selection, product design, brand experience, reputation, innovation, product activation and brand identity.

 

BRAND EQUITY PYRAMID STRATEGIC CODING™

Alberto Zavatta’s Brand Equity Pyramid Strategic Coding™ sets out contents and indications such as to be able to strategically guide the choices for the Company and for the brand over a medium to long-term period.

Strategy, people, structure and culture.

The Strategic Coding™ is a connecting tool designed to foster the strategy, inspire the people, consolidate the structure and generate brand culture. It gives guidance, harmonises internal processes, empowers external processes. It also provides a set of values and narrative guidelines to generate the brand  communication and identity in a coherent way over time.

 

AESTHETIC MAPPING FOR DESIGN THINKING™

Aesthetic Mapping for Design Thinking™ is a specific creative research methodology conceived and adopted by Alberto Zavatta over the years on multiple occasions of analytical investigation.

Where it is necessary to trace the dynamics of the market from an aesthetic-value point of view, this methodology is able to intercept the most relevant trends in relation to the object of study (company, brand, product, service) and to integrate them optimally in the strategic positioning and art direction process.

Consumer Behaviour and Emotional Marketing play a leading role, giving Aesthetic Mapping for Design Thinking™ a unique and original feature.

 

Curious?

Curious to discover how one of these three proprietary and exclusive methods for research (or all of them) may encounter your company’s needs?
Get in touch: contact@albertozavatta.com

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also:
albertozavatta.com/blog/net-engineering-international-strategy-identity/

 

Strategy for the Engineering Company Alpina

 

Alberto Zavatta – Inspiring the next you has carried out an extensive strategic and communication study for the Engineering Company Alpina. The project was conducted with Architect Mauro Panigo on behalf of Contemporary Urban and widely involved the participation of the Company’s Team at different levels and stages of development.

 

The task

The path undertaken with the Engineering Company Alpina focused on multiple aspects of the company’s image strategy, its positioning and its brand communication style with the aim of giving the brand a new, modern, smart identity, without losing its historical founding values and its high capacity of technological performance typical of the engineering dimension.

The integrated creative research for the Engineering Company Alpina aimed at better investigating the values and positioning directions for the development of a new Alpina language and corporate message.

 

The method

The project was developed through the use of Alberto Zavatta’s CBL – Creative Brainstorming Lab™ and Brand Equity Pyramid Strategic Coding™.

 

For an insight on these proprietary methods

albertozavatta.com/blog/three-proprietary-and-exclusive-methods-for-research/

 

Positioning, Brand System and Tools

The research led to the identification of the fundamental guidelines on the brand and projects presentation through the definition of foundational keywords and a clear “tone of voice” that could be immediately associated to the positioning of the new brand Alpina SpA.

The most appropriate ways to find an innovative and original communication balance combining the peculiar qualities of the services offered with a more emotional and appealing dimension (aesthetic-emotional marketing) were evaluated. In fact, creating an ideal brand and product narrative becomes a potential distinctive brand engagement tool.

The strategic output defined the foundations for: the realisation of the new international pay-off “Engineering at its peak since 1954” (creative wording: Alpina > Alps > Mountains > Peak); the new logo design, conceived as an evolution of a former vintage logo of the 70s; a new copywriting style; a complete renovation of the website; a social media plan for Linkedin, including dedicated ADV campaigns; a contents’ lay-out for the corporate brochure, then developed internally by Alpina’s Graphic Design Team.

 

About the Company

Alpina is one of the oldest engineering company, established in Milan in 1954. Formerly owned by the holding companies La Centrale Finanziaria S.p.A. and Bastogi S.p.A., since 1989 it is owned by the professionals who work there. Present shareholders are Guido Peri, Paola Erba, Paolo Galvanin, Marco Bonfanti, Massimo Besio, Paolo Perrotta, Letizia Zanelotti, Adriano Fava, Marco Ghidoli.

Find more about Alpina and check its new website at:

www.alpina-spa.it

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also:
albertozavatta.com/portfolio/domus-new-pay-off

 

 

 

 

 

The premium line Selezione Italiana Monini

A few months ago the strategic communication agency ALBERTO ZAVATTA – Inspiring the next you was appointed at developing the concept and packaging design for the THE PREMIUM LINE SELEZIONE ITALIANA MONINI. The line has now been launched and ready to play into the global market with a new touch of “100% Italian style and taste.

THE PREMIUM LINE SELEZIONE ITALIANA MONINI is made of High Quality Extra Virgin Oils, obtained from olives purchased and pressed exclusively in Italy. Only the best raw material, coming from carefully selected Italian mills, and processed with the competence of authentic “know-how”, gives life to the SELEZIONE ITALIANA MONINI

 

Selezione Italiana Monini – Total Identity

The challenge of communication (strategic positioning) and image (branding and packaging design) that Alberto Zavatta – Inspiring the next you took up for la Selezione Italiana MONINI was to be able to create a systemic total identity. The creation of a coded visual communication system allows three products with different characteristics to be identified under a single identity where la SELEZIONE ITALIANA brand signs and introduces the product narrative.

The line consists of Extra Virgin Granfruttato (strong taste), Amabile (soft taste) and Bios, an award-winning Organic Extra Virgin.

Find out more at:

monini.com/it/l/selezione-italiana

It is important to remember that Monini’s iconic products such as BIOS and Granfruttato converge in this new line. For Granfruttato, Mr Zefferino Monini personally selects only oils produced with olives harvested slightly earlier than ripening in search of an intense, elegant and fragrant character.

 

The positioning of the range

At the heart of the new line Selezione Italiana Monini we find continuous attention to supply chain control, guarantee of a quality consortium, challenge for an ethical and sustainable future, experience of unique taste.

The visual positioning is premium but – unlike many “luxury” food products – the materials and colours used for printing are in line with the principles of sustainability and respect for the environment.

 

The role of traceability

Selezione Italiana Monini is subject to traceability to allow the consumer to know the place of origin of the product purchased through a QR code placed on the label. A path made of care and sincere gestures, to offer products of excellent quality, controlled and guaranteed by the High Quality Extra Virgin Consortium (CEQ), a Institute that defines the rules and procedures for an Extra Virgin Oil that is always perfect for nutritional properties, taste and flavor.

Selezione Italiana Monini is also subject to traceability guaranteed by BUREAU VERITAS, a world leader in inspection, conformity verification and certification services, to allow the consumer to know the place of origin of the product purchased through a QR code placed on the label.

 

Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you, Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background, as his experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

 

Check also

albertozavatta.com/blog/monini-monovarietal-organic-oils-awarded/

The blog “The Food Cocoon” – A new launch

 

Alberto Zavatta launches the blog “The Food Cocoon”: 25 years of inspiration

Alberto Zavatta launches a new personal initiative: his blog “The Food Cocoon”.

Through his blog “The Food Cocoon” he decided to collect the images of his own dishes and recipes. Food has been at the center of Alberto’s personal and professional life for over 25 years.

A passion, a story.

 

Why Food?

Around food, hundreds of encounters have taken place, great friendships have developed, ideas have been created and exciting projects have been born.

More simply, food with its ingredients, its colours, its scents, its infinite nuances, manages to create unique moments and wonderful atmospheres. Food seals moments of joy, moments of relaxation, unexpected situations, unforgettable combinations.

In his blog “The Food Cocoon”, Alberto writes the posts with the intention of bringing the reader to an intimate and personal dimension. The dish, the recipe, are not the ultimate goal of the blog. They are only a starting point for a search for individual inspiration. In fact, the posts do not describe the details of the recipes but Alberto is always available to give his audience useful recommendations and tips.

With his poetic and colorful writing, Alberto captures the nuances of food with elegance and simplicity. By reproducing the sensations through words, the reader is accompanied in the discovery of a taste or a gastronomic characteristic.

Discover the blog “The Food Cocoon” here

 

Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you, Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background, as his experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

 

Check also

albertozavatta.com/portfolio/the-barilla-group-experience

The Barilla Group Experience

Ziba Foods at the Fancy Food Show

 

Ziba Foods Design by Alberto Zavatta 
Winter Fancy Food, San Francisco – January 19 to 21: Ziba Foods.

The launch of the new image and pack design of ZIBA FOODS takes place for the international public. ZIBA FOODS is a young and dynamic brand that offers a selection of dried fruit from Afghanistan. (www.zibafoods.com).

Alberto Zavatta – Inspiring the next you directed and created the new brand and packaging image of ZIBA FOODS. Designer Olesya Panasyugina was in charge of the artistic direction.

It is a fresh and contemporary visual approach. Colours are vivid and combine with a modern food illustration. The design focuses on the communication of the values of healthy nutrients ​​and crunchy taste of the dried fruits.


Ziba means “beautiful”

Ziba Foods is an artisanal nut and dried fruit company. They provide health conscious consumers with delicious nutrient-dense, sustainably grown and socially responsible food sources.

In fact, Ziba sources only the highest quality agricultural products, as they work directly with small-scale farms and cooperatives. And many grow wild without active cultivation.

Ziba combines traditional hand sorting with modern food safety standards. By doing so, Ziba works to restore Afghanistan to its position as a world-renowned provider of nuts and dried fruit.

ZIBA Foods has offices in Kabul, Dubai and New York.

Read also the article of Specialty Food Magazine


Ziba Foods and the EFI Food Initiative (United Nations)

Ziba is proud to have been chosen as a partner of the EFI Food Initiative. A United Nations program run by the International Trade Center and funded by the European Union. The EFI Food Initiative is working to connect food artisans from developing countries to socially and environmentally conscious consumers.

EFI strengthens the capacities of small, marginalised entrepreneurs, and the development of sustainable business models. EFI Food Initiative is working to further the UN Sustainable Development Goals.

Find out more about this initiative here


Special Thanks

It was a pleasure to work with the ZIBA team. Many thanks for this opportunity, Claudia Cellini, Raffi Vartanian and Patrick Johnson.



Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you, Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background, as his experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

About Afghanistan and my last project with the Herat saffron producers, you may also read:
albertozavatta.com/blog/afghanistan-national-saffron-growers/

 

Afghanistan National Saffron Growers




Net Engineering International: strategy, identity

 

Introducing NET Group

The protagonists of today’s challenging journey are the four companies of NET Engineering International Group. NET Engineering Italy, Spiekermann (Germany), Seecon (Germany) and ENGinet /NET Engineering Bulgaria.

NET Engineering International is an independent international engineering and consultancy group of companies. It counts more than 380 staff and 40 M€ turnover. They are active in the smart mobility and transportation sectors, with a core competence in heavy and light rail systems. They serve private and public Clients all across Europe.

NET is a leading Group in multimodal urban mobility, high speed railway connections, sustainable infrastructure asset planning.

The group is Italian (Milan, Rome, Monselice) and German (Düsseldorf, Berlin, Dresden, Duisburg, Frankfurt, Hamburg, Hannover, Magdeburg, Stuttgart, Leipzig, Halle). It also has projects and offices in Bulgaria, Azerbaijan, Serbia, Argentina.

To find out more about NET,  visit the official website


Strategy, Identity: the challenge

How to define a strategic approach to communication? Mostly for a group of engineering companies with specific identities and stories? Different cultures and languages, different operational addresses should be able to integrate and provide conjoint services.

The answer is in a process of investigation and analysis with a creative output.

The approach focuses on people, structures and brands and aims at establishing a new corporate essence for this network.


The investigation tools

Semantic differential approach, Creative Brainstorming Laboratory, brain-writing activity, inspirational mood-boards. These are just some of the tools used in this strategic project.

 

Curious?

Curious to discover how this method may fit your company too?
Get in touch: contact@albertozavatta.com

 


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

 

The project was conducted and developed with Architect Mauro Panigo on behalf of  Contemporary Urban.


Check also

albertozavatta.com/blog/taking-you-everywhere-net-engineering-pay-off




Taking you everywhere – Net Engineering pay-off